Big Data Marketing: Engage Your Customers More Effectively and Drive Value

PRAISE FOR BIG DATA MARKETING "There is both an organizational and an individual imperative for reading this book, internalizing its lessons, and continuing the pursuit of data-driven marketing." From the Foreward by TOM DAVENPORT , Visiting Professor at Harvard Business School, Distinguished Professor at Babson College, Director of Research at the International Institute for Analytics, and Senior Advisor to Deloitte Analytics. "Lisa Arthur has been an excellent CMO for a long time. Which is why if you're in marketing or in technology or like to read, this is a book you can't miss. She takes a difficult subject— big data—and not only explains it in terms that you can understand, but gives you a practical guide to using big data to gain insights that are valuable to marketers in any area of business. So, stop reading the back cover (and the inside cover) and buy this book and read it cover-to-cover. It is SO worth it." PAUL GREENBERG , author, CRM at the Speed of Light, Fourth Edition , CRM magazine, CRM Hall of Fame Honoree, and ZDNet blogger. " Big Data Marketing is a must-read for any business professional who works in or with marketing and is interested in improving its impact through either internal or external initiatives." RANJAY GULATI , Jaime and Josefina Chua Tiampo Professor of Business Administration; Unit Head, Organizational Behavior; Chair, Advanced Management Program, Harvard Business School "As a former marketing executive, I understand how important the customer experience is Big Data Marketing , written by CMO Lisa Arthur, gives the C-Suite and their teams a roadmap and examples of how marketing can use that for their companies to leverage better data, improve go-to-market approaches, and ultimately engage customers more effectively." PORTER GALE , former VP of Marketing of Virgin America, author of Your Network Is Your Net Worth "Lisa's unbridled passion for her customers and for marketing done right shines through as she makes a cogent argument for the best ways to apply big data to marketing challenges. Lisa doesn't just preach the importance of big data, she illustrates sound principles with solid case studies and examples. A must-read for today's marketing professional." DR. JEFF TANNER, PHD, Professor of Marketing and Director, Baylor Business Research Collaborative, Hankamer School of Business, Baylor University.

Foreword Thomas H. Davenport ix Acknowledgments xiii Introduction 1 I The Problem: How Did We Get Here? 3 1 Moving Out of the Dark Ages 5 2 Why Is Marketing Antiquated? 15 3 The Data Hairball 27 II Get Ready for Big Data Marketing 39 4 Definitions for the Real World of Big Data Marketing 41 5 Meet the Modern Marketing Department (Michelangelo Meets Einstein) 51 III The Five Steps to Data–Driven Marketing and Big Data Insights 67 6 Step One: Get Smart, Get Strategic 69 7 Step Two: Tear Down the Silos 85 8 Step Three: Untangle the Data Hairball 99 9 Step Four: Make Metrics Your Mantra 113 10 Step Five: Process Is the New Black 131 IV Realizing the Value of Big Data Marketing 147 11 Drive Value through Relevant Marketing 149 12 The Bright, Enlightened World of Customer Experience 167 Notes 177 Resources 183 About the Author 185 Index 187

LISA ARTHUR is the Chief Marketing Officer for Teradata Applications, an integrated marketing software company. Teradata Applications provides consumer (B2C) and business-to-business (B2B) marketers with software applications and consulting to help navigate change. As the Chief Marketing Officer for Teradata Applications, Lisa serves as an industry thought leader driving Integrated Marketing Management (IMM) applications for Teradata Corporation (NYSE: TDC), the world's leading analytic data solutions company, focused on integrated data warehousing, big data analytics, and business applications. In her role, Arthur drives global business, market, and brand strategy and meets with thousands of CMOs and marketing professionals annually through public speaking and events.